LADCR: From the Neighborhood, For the Neighborhood

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Introduction

Introduce the campaign, its purpose, and WeAreGiants’ role in strategy, creative development, and implementation.



The challenge:

Explain the need to help adults distinguish licensed retailers and understand the value of buying legal and local.


Research and Strategy

Show how focus groups and stakeholder interviews informed the focus on trust, convenience, and neighborhood businesses.

Building the campaign identity

Explain how the message, bold typography, colors, and graphic elements worked together—and how the system supported English and Spanish creative.



Connecting awareness to action

Explain the call to find a licensed retailer and how the campaign directed people to the retailer map.



Reaching people across Los Angeles

Cover the coordinated mix of outdoor, neighborhood, print, and digital placements. Explain the role of the channels rather than listing every deliverable.



Local voices and community outreach

Describe how the campaign extended into direct engagement, clearly distinguishing LADCR’s outreach role from WAG’s creative support.


STREET POLE BANNERS


ART & ARCHITECTURE SELF-GUIDED TOUR


BEANSTACK READING CHALLENGE PINS + LAPL STAFF PIN

BEANSTACK READING CHALLENGE COLORING SHEETS


CROWN AND BOOKMARK IN ACTION

CROWN AND BOOKMARK



OVERSIZED LIBRARY CARD IN ACTION


LAPL STAFF T-SHIRTS


Video courtesy of Los Angeles Public Library



Results

Present the strongest supported measures of reach and engagement, with dates and context. Keep conclusions within what the evaluation measured.

Closing / related work

Briefly connect the campaign’s strategy, design, and delivery.